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The Virginia Lottery, located in Richmond, VA, is a state-operated lottery that donates all profits to the state education system for grades K-12. The lottery also donates all unclaimed prize funds to the Literary Fund which is used for school construction and teacher retirement funding.

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Virginia Lottery hires new agencies to lead ‘digital first' evolution

Subject” Digital, social media, online advertising, outdoor, TV

Organization: Virginia Lottery, generated more than $538.6 million for the state’s public schools in fiscal year 2014, according to the organization.

Opportunity: Hired several agencies to handle various marketing initiatives after a review. As we reported in May, Virginia Lottery’s marketing budget has historically gone to outdoor ads, but it’s now working to become a “digital first” company. Therefore, your media approach should be grounded in high ROI digital/online player engagement and consumer engagement.

Additional Insight

Incumbent: Richmond, Va.-based Big River (launched the “We're Game for Education” tagline), whose four-year contract ended at the end of September.

New Agencies: Virginia Lottery has moved away from a traditional one-agency AOR model so it can run several marketing efforts in motion simultaneously. The Virginia Lottery is working with the following agencies now:

Target Audiences: According to the RFP, Virginia Lottery’s new player marketing efforts will target “Alphas,” people who have a love/hate relationship with technology, and “iDrenz,” tech-savvy digital natives who view tech as a positive part of their identity.

Loyal player marketing initiatives will target “Joes & Janes What If,” the most loyal customer segment of all targets believes “today could be my lucky day,” and “Calgons,” mostly women who are busy with long to-do lists and love sharing content on social media.

Media Spend: Virginia Lottery allocated $5.1 million towards measured media last year, down 5% from $5.4 million in 2012. Outdoor and spot TV buys made up the bulk of spending both years.